Three tests.
A subscription engine.

Experiments run since Nov 2024

38%

Win rate on tests run

$62K

Validated revenue added / month

Led by Juan Cruz

The problem

David's PDP converted — but it wasn't building the subscriber base it could. The page defaulted to one-time purchase, carried no authority where the decision starts, and didn't let shoppers subscribe from the collection page at all. Three tests went after the subscription moment.

EXPERIMENT 01

Made subscription the default

Insight

Defaults win. The category's biggest players preselect subscription — David's PDP defaulted to one-time, so most shoppers never opted in.

Hypothesis

If we preselect the subscription option, subscriptions rise — default bias nudges shoppers to keep what's already chosen.

Preselected the subscription option on the PDP (it had defaulted to one-time), keeping it selected as shoppers switch flavors.

+40%

Subscription rate · 13.5% → 18.9%

+$18K

Added revenue / month

WinnerSignificance 90%

EXPERIMENT 02

Borrowed authority on the PDP

Insight

David's checkout already converted well with an authority quote — but the PDP, where the decision starts, carried no social proof or authority at all.

Hypothesis

If we bring the Huberman authority quote onto the PDP, add-to-cart rises — authority makes shoppers more confident to buy.

Made the second carousel image on every PDP the Huberman authority quote — moving the social proof that already worked at checkout up to the decision point.